A six-factor model of brand personality and its predictive validity

The study examines applicability and usefulness of HEXACO-based model in the description of brand personality. Following contemporary theoretical developments in human personality research, Study 1 explored the latent personality structure of 120 brands using descriptors of six personality...

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Bibliographic Details
Main Authors:	Živanović Marko, Čerović Sofija, Bjekić Jovana
Format:	Article
Language:	English
Published:	Drustvo Psihologa Srbije 2017-01-01
Series:	Psihologija
Subjects:	brand personality Honesty-Humility HEXACO brand trust
Online Access:	http://www.doiserbia.nb.rs/img/doi/0048-5705/2017/0048-57051700002Z.pdf

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